With over 10 years in strategy I’ve been lucky enough to work with brands such as Uber, Kellogg’s, Unilever, and my parents friends who call me for generic marketing advice as I’m 90% sure my dad still doesn’t understand what I do.
strategy, creative, overcommitting to bit,
strategy, creative, overcommitting to bit,
Current Industry Gripes
“I can’t show you an example of where this has worked because you asked us to show you something that has never been done before. ”
Data is a tool, not an answer
Can we stop relying on copious amounts data for decisions and focus on real insights that evoke emotion? Yes nerds (affectionately), data matters, but if we all keep using the same data to guide our choices, we'll all end up with the same, dull, forgettable creative — and honestly — I'd rather people hate it than feel nothing at all.
I don’t want a creative quilt made from a patchwork of opinions
While everyone’s voice should be heard, not all feedback should be applied. We don’t need 14 people in a room discussing what adjective best describes the eat experience of your food — especially when only 3 of those people have been on the journey from the beginning.
Fear of accountability is hindering interesting creative
I want to make interesting, effective, fun, absurd, and questionably insane work — and I want to work with teams and clients who aren’t afraid to do the same. Risk aversion is snuffing out good creative before it even has a chance.